The Hindu Goddess Durga and CRM’s
According to Wikipedia, “Durga (pronunciation: [ˈd̪ʊrɡaː], meaning ‘the inaccessible’ or ‘the invincible’, is the most popular incarnation of Devi and one of the main forms of the Goddess Shakti in the Hindu pantheon.”
So what does that have to do with CRM’s?
When it comes to customer data, and acting on it, you can take the inaccessible nature of prospect data and organize it into an invincible tool to grow your business.
Durga is commonly shown as having eight arms, each holding a symbolic item. We’ll use that theme to talk about the eight things that a good CRM can do for you, in addition to juggling hundreds or thousands of prospects.
- Make The Inaccessible Accessible – a new client of ours has been using spreadsheets to keep track of prospects generated from tradeshows. It’s difficult to see how they are moving down the sales funnel. Holding the prospects in one database is the start of solving that problem.
- Organize Prospects With Tags – each tag is used to segment the prospect database in multiple ways. For example, one tag is added when prospects are imported from the ABC tradeshow leads database. That way, one can send a “Thank you for visiting our booth at ABC.” email to them.
- Which Email Content Is Most Engaging – email-based CRM systems will give you information on how many prospects have opened your emails and have clicked on any links, which is really important to do, as we’ll talk about in the next section
- Where They Go On Your Website – when a prospect clicks on a link that is embedded in an email, their device is connected with their record so you can track their interaction with your website. This is handy because some CRM systems can be programmed to send alerts when someone visits a particular page a certain number of times.
- Marketing Automation – as prospects interact with your email content and website they can be “scored” as to their interest. The scoring system may add one point each time they open an email; two points when they click on a link in the email; and five points when they fill out a web form and asked to be contacted. The score can be used to trigger additional emails or a call from a sales representative.
- Keeping All Balls In The Air – it’s not unusual to have hundreds, if not thousands of prospects in a CRM. Unfortunately, we can’t keep in personal contact with each one to know where they are in the sales funnel. By setting rules based upon interaction with emails and scoring each prospect, you can see where each prospect is and contact them when appropriate.
- Call Me Back Next Month – another CRM feature is the ability to record notes of conversations and schedule next steps. The sales representative will be reminded of their to-do list and nothing will fall through the cracks. Also, a manager can review the progress of each rep, view their sales pipeline, and take whatever action is necessary.
- Make The “Vincible” Invincible – by using a CRM’s Durga capabilities, businesses can organize their prospects, track, and move them through the sales funnel. It might make your business invincible!